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Mobile Applications Bring Barcodes to Consumers

Now consumers can get in on the barcode action, with mobile applications. Smartphone
users can take pictures of barcodes to get product information and reviews on demand.
These innovations will surely revolutionize the barcode industry. As consumers come
to expect accessible information, virtually all barcodes will be part of an “open
loop” system that includes not only manufacturers, distributors, and retailers,
but also end users. Thus conforming to industry standards and ensuring barcode quality
will continue to gain importance.

Current Barcode Applications for Mobile Devices

A wide variety of applications designed for smartphones use barcodes to access internet
information about countless products, including reviews, related products, and even
local retailers.

CompareAnywhere: Created for the new Android phone, this application gleans
information on books, CD’s, and DVD’s. It automatically provides reviews from Amazon.com,
displays the item’s cover, shows nearby retailers that have the item in stock, and
offers a list of online purchase options.

Red Laser: This iPhone application scans a UPC or EAN barcode and searches
online to find the lowest price for the item. ShopSavvy, for the Android, provides
comparable information.

FoodScanner: Designed for health-conscious users, FoodScanner allows iPhone
users to scan UPC’s of grocery items and recall nutritional information. The application
interfaces with FoodLog and Daily Burn to help users keep track of calories and
other relevant data.

Google Place Pages: Google has sent 2D barcodes to the top 100,000 searched
businesses and will soon expand the program. Customers can scan the barcode and
retrieve reviews, using the iPhone Barcode Scanner app or a comparable one for the
Android.

Ultimately the possibilities for scanning with smartphones are virtually limitless.
Eventually consumers may scan barcodes to add items to their online wish lists or
solicit feedback about products from their social networks. Customers may even be
able to scan barcodes on business storefronts and upload their own reviews, immediately
after their visit.

Implications of Mobile Barcode Applications

As these applications grow more ubiquitous, retailers will need to ensure that their
barcodes consistently meet international standards. Many small businesses that manufacture
and sell their own products, without distribution to outside vendors, choose to
administer their own “closed loop” barcode programs. Transitioning to standard UPC’s
offers multiple advantages to these businesses.

Consumers will come to expect instant information on their purchases. Providing
this access helps potential customers feel more confident about their purchases
and adds to the retailer’s credibility. Therefore barcodes
must be in an “app friendly” format—either UPC, EAN or Code 128. A reputable barcode
company can create retail labels that meet these standards.

Barcode accuracy will become more important than ever, making a robust verification
program indispensable. The cost and technical expertise required for
barcode verification usually exceed most businesses’ resources. Thus outsourcing
barcode production to a reliable company that guarantees its work and conducts rigorous
barcode verification is an excellent option.

The development of mobile barcode applications has introduced new opportunities
for businesses to blend their online presence with bricks-and-mortar customer interactions.
This technological evolution means that businesses will need outstanding barcode
programs to meet customers’ expectations. Outsourcing these programs ensures high
quality, standardized barcodes necessary for today’s discerning consumers.